A recent study on advertising impressions in the United States has revealed that consumers keep promotional outerwear for 16 months—providing the perfect branding opportunity to remain top of mind. Factor in that the pandemic has resulted in people spending more time outside coupled with companies such as Facebook and Google continuing to allow a large majority of their workforces to work remotely as proof that outerwear, jackets, and fleece are hot commodities!
Throughout 2020, athleisure and casual apparel also emerged as vital trends, aand suppliers believe this will continue throughout 2022. People are also looking for multifunctional garments that will take them from the home office and sales calls to hanging outside with friends and family. Layers are key. Employers should consider sending employees layered items such as T-shirts, sweaters, quarter-zip fleece, and jackets) so they can mix and match items depending on the occasion.
The aforementioned focus on outerwear is paramount. More people than ever are dining outdoors for health and safety reasons, and outdoor events are on the rise. Plus, people that are concerned with their physical health are working out—and want to stay warm. Taraynn Lloyd at Edwards reports that outerwear is a strong seller for its distributors. “Edwards has experienced strong demand for traditional fleece jackets, performance tek lightweight jackets, sweater knit fleece jackets, and lightweight puffers,” she elaborates. “This strong demand for lightweight jackets is trending at retail and everyone wants them for their uniform program. Lightweight jackets are simple to throw on when your job demands that you work an inside desk and go outside with a client. They also travel well, are easy to decorate, and can be washed at home. Their versatile design and applications translate into strong market demand.”
Jen Semsak at Sanmar adds that the overarching trend with outerwear is workleisure. “SanMar is addressing the new normal of work/life balance following the pandemic and its impact on uniforming,” she comments. “New styles are bridging work-from-home casual to office-uniforming performance.” She also sees strong demand for these products, adding, “The pandemic has heightened consumers’ sense of vulnerability and increased their desire to feel protected. Coupled with climate change, we can see why consumers seek protection from the elements and find refuge in outerwear.”
This increased focus on outerwear has resulted in the introduction of several new jacket and apparel items. Edwards has just introduced the Puffer Full Zip Packable Jacket #3453, which Lloyd says is made a 100-percent nylon shell with 60-gram Polyloft®, recycled polyester insulation features open single-welt pockets, a full-zip front with a neck guard, and bound sleeve and bottom openings. “Best of all, it comes with a bag for packing and can be easily folded into a small pouch,” she says. “Decorate it with embroidery, heat-seal, and heat-transfer options. The Polyloft® insulation is made with 100 percent recycled polyester, which makes the jacket incredibly warm and sustainable too.” Each jacket uses 12 water bottles to make the padded filling and is available in sizes XS-6XL in black, steel gray, and navy. Lloyd adds that fleece jackets and vests continue to set the pace with strong unit sales.
At Sanmar, Semsak shares that some of the newer styles in outerwear that support casual uniforming are the Port Authority Packable Puffy Jackets and Vests (J850/L850 J851/L85), the Port Authority Camp Fleece Snap Pullover (F140), the Port Authority Cozy Fleece (F130, L130/L131/L132) and the Port Authority Mechanic Soft Shell Jacket (J417). “New styles that shield from the weather are the waterproof, breathable Port Authority Collective Tech Outer Shell Jackets (J920/L920), the rugged and water-resistant Cornerstone Duck Bonded Soft Shell Jacket & Vest (CSJ60, CSV60) and the cold-fighting Port Authority Ultra Warm Brushed Fleece Jackets (F211/L211),” she notes.
Suppliers advise speaking to trends and functionality when promoting apparel/outerwear options. “When selling, a focus on available inventory ensures the best customer experience,” Sanmar’s Semsak emphasizes. “Speak to current trends by highlighting styles that support casual uniforming and that provide warmth and protection from the elements.”
Lloyd at Edwards urges that distributors provide the purchaser with a decorated sample of the outerwear style the distributor is recommending. “Being able to touch, try on, and review how the style embroiders tells the story.”